JAKARTA, investortrust.id - The Indonesian Public Relations\nEntrepreneurs Association (APPRI) projects that demand for public\nrelations (PR) consultancy services in Indonesia will continue to grow\nthrough 2026. This optimism is supported by the increasing needs of\ncompanies for communication strategies, reputation management, and\ncrisis handling in the digital era.<\/p>\n
The projection was revealed in APPRI\u2019s latest study, compiled in\ncollaboration with Atma Jaya Catholic University in Indonesia. The\nresearch maps trends in consultancy spending, market values, and the\nlevel of optimism among national PR industry players.<\/p>\n
APPRI General Chair, Sari Soegondo, stated that the need for external\nPR consultants remains high, even though many companies now have\ninternal communications teams. According to her, the complexity of\ncommunication challenges makes the role of consultants increasingly\nstrategic.<\/p>\n
\u201cAlmost all organisations now have internal communications teams, but\nthe need for external PR consultants remains and continues to develop,\u201d\nsaid Sari in Jakarta on Monday (28\/4\/2026).<\/p>\n
Sari explained that companies typically use consultancy services for\nvarious needs, from product launches and reputation building to issue\nmanagement and crisis handling.<\/p>\n
The relationship between internal communications teams and external\nconsultants has now evolved into a complementary partnership. This\ncollaboration is seen as increasingly important amid the constantly\nchanging communications landscape.<\/p>\n
\u201cThis study is expected to serve as a navigation tool for consultancy\nfirms to innovate, enhance capacity, and maintain relevance to market\nneeds,\u201d said Sari.<\/p>\n
APPRI assesses that the research results can help agencies better\nunderstand client behaviour. In this way, business strategies and\nservice development can be adjusted to evolving market needs.<\/p>\n
On the other hand, Vice Dean of the Faculty of Business and Social\nInnovation at Unika Atma Jaya, Rosdiana Sijabat, views investment in PR\nservices as a strategic investment. Every budget allocated by companies\nmust produce measurable added value.<\/p>\n
\u201cIf companies spend budgets on PR, there are certainly results they\naim to achieve, particularly in building reputation and public trust,\u201d\nshe said.<\/p>\n
Rosdiana added that the challenges facing the PR industry in\nIndonesia are growing with the high level of public activity and\ncriticism on social media. This situation demands PR practitioners to\nwork more precisely, quickly, and data-driven.<\/p>\n
In addition to launching the study, APPRI also released the latest\nbranding guidelines for all its members. This step is expected to\nstrengthen the association\u2019s identity while enhancing industry\nprofessionalism.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/appri-study-demand-for-pr-consultancy-services-to-continue-growing-until-2026-1777395086", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }